One often overlooked aspect of selling is the number of “touches” it takes to convert a lead into a closed deal. In this blog post, we will delve into this essential aspect of the sales process, exploring the significance of multiple touches and providing insights for service contractors. I hope this blog can help you to get ready to optimize your approach and enhance your deal-closing capabilities.
Before diving into the numbers, it's essential to define what constitutes a "soft touch." I would have a short meeting with your teammates and white board a list of soft touches. You should include any interaction with a potential client, such as emails, calls, meetings, or even social media engagement. Over the years I have had many conversations with our Estimate Rocket customers that the simple step of taking Before and After pictures then placing them on social media is a powerful touch.
Throughout the years I only wish I could have proven this “rule” wrong but to date I have not. Studies have shown that, on average, it takes approximately seven touches to turn a prospect into a customer. This "Rule of Seven" highlights the importance of consistent engagement throughout the sales process. Many of these online tasks can be set up for you by a part time team member. Look for a smart high school student who knows all the latest tricks and tips. These soft touches help to nurture the leads that you have in your database. It’s like watering your lawn.
A few examples of “soft touches”
Each touchpoint is an opportunity to build trust and credibility with potential clients. Service contractors should focus on delivering value in every interaction, showcasing expertise, and addressing client concerns. So let’s white board a few examples of those concerns because we know them. Figure out the concerns and customize your soft touches to address these concerns during the process.
These are the types of questions you should think about before you are writing or talking with a prospect. Having well thought out answers that address the typical questions you get, fears and concerns of your potential customer will allow you to speak to them with confidence and allow you to demonstrate how well you know your craft and how well trained your team is. At the end of the day, it’s all about the experience, not just the work you do, but how you do it and how the customer feels when you are finished.
Mastering the art of converting leads will always be an on-going process. Converting leads into closed deals requires a thoughtful and strategic approach to continual soft touches. By understanding the significant power of multiple interactions, you can easily optimize the sales process and increase your chances of successfully closing deals. The weather is about to get nice, prepare yourself now and polish up your communications skills so you can crush this season!!